PROJECT STORY
While leading EPI through its brand identity reboot, I uncovered an opportunity to better position its flagship leadership and team development program.
I pitched the CEO and VP of Leadership and Team Development on some strategic messaging and branding shifts. Then I prototyped some artwork and an email marketing campaign to help relaunch the program. We built a pretty compelling offer designed for new and emerging leaders:
Build one new leadership skill every week in 5 minutes or less.
DELIVERABLES
naming, art direction, graphic design, content strategy, copywriting, copy editing
The manifesto
Email subject line examples (5 of 52)
1 Powerful Way to Develop Your Team All Day, Every Day
The Good, The Bad, and Your Bias
6 Must Ask Questions That Make or Break Your Leadership Style
3 Questions to Unpack the Assumptions Holding You Back
Let’s Talk about the “C-word” [which turned out to be “communication”]
Social media content strategy, copywriting, copy editing, and graphic design
I strategized then researched and authored a year-long micro-learning campaign. Users could opt-in via the website, or program participants could opt-in during and after their training programs.
Emails opened with pin-able, shareable, and memorable headline, followed by a few educational paragraphs that drive a relevant CTA. Every CTA was actionable, quick ("Take 5 minutes") and designed to really shift mindsets and behaviors.
“We’re in a stronger position to pitch our content with this new name and branding. Meanwhile, this email campaign is so versatile. It’s the perfect way to tease and teach our content in a meaningful way...without giving too much away. And, we have a mechanism that keeps the work alive for clients once a workshop wraps up. This is good stuff, Alexa. Thank you for all you do.”